It's been a week since I heard Richard Owens, CEO of Satmetrix at the Net Promoter Score conference say that 'customer tolerance' for surveys has and will continue to decline. Because it's become so inexpensive to create surveys, we're now inundated with them and are more likely to ignore them.
It's also been at least two years since I heard Rhett Livengood, Intel's Director of Enterprise Solution Sales Development, share his research that customer success videos should be kept to 90 seconds or less. Both comments have stuck in my head and they are extremely important to what we do as marketers, particularly with the increased focus on Content Marketing as a driver of new business and 'exceptional customer experiences' as the key to increased revenues and referrals.
I believe that 'customer tolerance' for any time-consuming activity has declined, whether it's completing surveys, consuming videos and other marketing materials, or searching user guides to find out how to use a new software product feature. If I personally have an inherent, and perhaps unrealistic, expectation to be able to access the information I need or want without having to wait, fill out a survey, or wade through irrelevant info, how can I expect my prospects, or my client's prospects to be any more patient?
We don't always get it right, but when we're creating a new motion graphic video, I like to think in terms of the following equation:
Amount of Relevant Info / Time Required to Consume = Relative Content Value
The more concise we can be in sharing relevant information (while keeping the content easy to understand), the more likely that the audience will:
1. View the entire piece,
2. Receive the information they want, and
3. Be highly satisfied with the experience.
It's a simple equation. It's just not always easy when it feels like there's a lot to say.
How do you design your content to mitigate the decline in 'customer tolerance'?